A joint investigation by Rooted Research Collective and the Freedom Food Alliance has identified 53 social media influencers spreading nutrition advice that conflicts with global public health guidelines. The study estimates that up to 24 million social media users could be exposed to potentially harmful dietary recommendations promoted by these individuals.
“These accounts are causing irreversible damage”
The report, Nutrition Misinformation in the Digital Age, categorizes these influencers as “super-spreaders,” noting that 87% have no medical or health-related qualifications. Despite this, approximately one in five present themselves as credentialed experts without verifiable evidence.
Their content predominantly promotes extreme diets such as carnivore, ketogenic, and raw milk consumption, while often dismissing plant-based diets as harmful or deficient. This runs counter to international recommendations encouraging dietary diversity, moderation, and plant-forward eating patterns with limited red meat and saturated fat intake.
The 3 faces of digital diet deception
The influencers fall into three main archetypes: the “Doc,” who leverages or fabricates credentials and frequently promotes conspiracy theories targeting government bodies and pharmaceutical companies; the “Rebel,” who disseminates anti-establishment narratives; and the “Hustler,” who uses aggressive marketing to sell products and diets. Many in the “Doc” category employ fear-based rhetoric, including claims of “big pharma conspiracies” and anti-seed oil messaging.
Alice Millbank, co-founder and chief scientific officer at Rooted Research, commented: “Nutrition is complex, but it doesn’t have to be confusing. Superspreaders exploit that confusion by offering dangerously simple answers dressed up as hacks, often driven by profit, not science. We make the case for meeting misinformation on its own turf with clear, evidence-based communication so we can begin to rebuild trust in the healthcare system.”
Profit motive drives dangerous advice
Financial incentives appear central to the spread of misinformation. The report finds that 96% of these super-spreaders profit directly from their content, through supplement sales, coaching services, affiliate links, and paid events such as conferences promoting extreme diets. Some of the most-followed influencers reportedly earn more than $100,000 monthly from these activities. Among the 46 influencers without medical qualifications, many charge consultation fees ranging from $100 per hour to tens of thousands of dollars per service.
The report raises concerns about the vulnerability of social media users, particularly younger generations. A 2023 study by MyFitnessPal and the Irish Institute of Digital Business found that 87% of millennials and Gen Z prefer social platforms like TikTok over friends, family, or healthcare professionals for nutrition guidance.
Medical professionals involved in the report also voiced concerns. Dr. Faraz Harsini said, “My worry is that the animal-based foods that these accounts promote can lead to chronic diseases, which means that if their followers are listening to these accounts, it could be a couple of years before they start having symptoms. These accounts are causing irreversible damage.”
A three-pronged solution
The study suggests a three-part policy response: integrating practical nutrition and digital literacy education into school curricula; supporting trained, UK-based nutrition professionals to engage on social media platforms; and implementing stricter ethical guidelines to prevent misuse of medical credentials online.
While nearly all medically qualified super-spreaders identified are based in the US, the study notes the global reach of their influence, including within the UK. The authors urge policymakers to amplify UK-based healthcare voices to counteract foreign misinformation.
